PRESENTED BY: NAVARRO, CHRISTINE THERESE M.

tcw Hubs • sept.11, 2020

tcw Hubs • sept.11, 2020
tcw Hubs • sept.11, 2020

Media and Globalization

 tcw Hubs • SEPT.11, 2020

Focus areas
Focus areas
- Defining Cultural
Imperialism

Presentation - Critiques of Cultural

Imperialism in Media and
Highlights Globalization
- Cultural Imperialism in
Media
- Cultural Imperialism in
Globalization
cultural imperialism
-also called cultural colonialism

-comprises the cultural aspects of

imperialism

-practice of promoting and imposing a

culture, usually that of a politically
powerful nation, over a less powerful
society

tcw hubs • sept.11, 2020

CRITIQUES OF
CULTURAL
IMPERIALISM IN
MEDIA AND
GLOBALIZATION
CULTURAL IMPERIALISM IN MEDIA & CULTURAL
IMPERIALISM IN GLOBALIZATION
TCW Hubs • SEPT.11, 2020
 tcw Hubs • sept.11, 2020

MEDIA
PROPONENTS OF THE IDEA OF CULTURAL IMPERIALISM
IGNORED THE FACT THAT MEDIA MESSAGES ARE NOT JUST
MADE BY PRODUCERS, THEY ARE ALSO CONSUMED BY
AUDIENCES.

1980
Media scholars began to pay attention to the ways in which audiences
understood and interpreted media messages. Media consumers are active
participants in the meaning-making process, who view media "texts" through
their own cultural lenses.
 tcw Hubs • sept.11, 2020

1985
Ien Ang, an Indonesian cultural critic, studied the ways in which different
viewers in the Netherlands experienced watching the American Soap Opera,
Dallas. Upon receiving letters from 42 viewers, she noted that viewers put "a lot
of emotional energy" into the process and experienced pleasure based on how
the program resonated with them.

1990
Elihu Katz and Tamar Liebes decided to push Ang's analysis further by
examining how viewers from distinct cultural communities interpreted Dallas.
They argued that texts are received differently by varied interpretative
communities because they derived different meanings and pleasures from
these texts. And they were correct.
russia
-suspicious of the show's
content
-believed it actually contained
American propaganda
united states
-viewed that the show was
primarily about the lives of
the rich
GLOBALIZATION JAPANESE BRANDS - FROM
Apart from the challenge of
HELLO KITTY TO THE MARIO
audience studies, the BROTHERS AND POKEMON
cultural imperialism thesis
has been belied by the
renewed strength of regional KOREAN POP (KPOP) AND
trends in the globalization
process.
KOREAN TELENOVELAS
(KDRAMA)
A great example of this is
the Asian culture which has
proliferated worldwide
ASIAN CUISINE SUCH AS
through the globalization of SUSHI, GLOBAL FOOD
media. CHAINS SUCH AS
TCW Hubs • SEPT.11, 2020 MCDONALD'S AND JOLLIBEE
 Something to think about
tcw Hubs • sept.11, 2020
tcw Hubs • sept.11, 2020
tcw Hubs • sept.11, 2020

given these patterns, it is no longer tenable

to insist that globalization is a
unidirectional process of foreign cultures
overwhelming local ones.

GLOBALIZATION WILL REMAIN AN UNEVEN

PROCESS AND WILL PRODUCE INEQUALITIES
 tcw Hubs • sept.11, 2020

Nevertheless, it leaves room for dynamism and cultural change

This is not a contradiction; it is merely a testament to the phenomenon's complexity
 tcw Hubs • sept.11, 2020

THANK YOU!

NAVARRO, CHRISTINE THERESE M.

PRESENTER
 tcw Hubs • sept.11, 2020

The contemporary world

by lisandro e. claudio
and patricio n. abinales

Www.wikipedia.com
References
Globalization - the new
imperialism: implications
for the societies around
the world by dr. mansur
umar khan